My Best Promotion
For this month's My Best Promotion, Devin O'Brien, M.A., account executive for O'Brien Corporation, St. Charles, Ill., recounted a job done for a hospital employee-appreciation event.
Tasked with pitching and executing a party celebrating the hospital's positive work environment, O'Brien beat out his competitors by going above and beyond on presentation and execution, as well as taking a gamble on local farmers who were unfamiliar with the promotional industry and not used to providing items in such large quantities. The local farmers provided fresh apples, fresh hand-dipped caramel apples and apple butter for roughly 3,800 people.
O'Brien also used the same volume of buttons, customizing them with positive phrases from a recent hospital evaluation survey and working them into a mingle-and-match game for the party that would reward participants with a one-of-a-kind decorated tumbler. Inside the tumbler was a slip with a URL for a survey so attendees could rate the party's quality, letting O'Brien to show results of how the event was perceived to the hospital administration.
O'Brien's risks, item choices and extra work paid off. The promotion was hugely successful, not only creating a whole new line of business for the company, but also adding several new supplier partners that could be used in later promotions.
Promo Marketing: What did you like about this promotion? Why was it one of your favorites?
Devin O'Brien: I liked it because we could show results. Inside the tumbler was a link to another survey with a custom link, it was basically a reaction to the event itself, so we could show level-one ROI. I liked it because it wasn't just a thousand pens, and it showed results and it was different. We went outside of [the promotional products industry] and built some new supplier relationships as a result, and now can probably continue to use them.